Research methods Essay Example | Topics and Well Written Essays - 2500 words

Research methods - Essay Example Contextually, enhancing and preserving customer loyalty is considered to be the key objective of CRM initiatives performed by modern day organisations, which is deeply rooted to the concept of relationship marketing. The objective of relationship marketing is to convert new customers into regular one through providing greater service quality that would generate greater sales and profits. Such an initiative can be observed apparently in the service industry, such as in the hospitality industry (Schneider & White, 2004). One of the major reasons for customer loyalty is delivering services of qualitative standards that could increase the proportion of loyal customers of the organization to a considerable extent (Arvato AG, 2013; Brink & Berndt, 2008). Another major factor identified in the modern day context of CRM initiatives adopted by hospitality organisations is service quality. Service quality, as a conceptual term, relates with the notion to provide services with due consideration to customer satisfaction by meeting their expectations with increased performances of employees (Khosrow-Pour, 2003). Emphasising on the relation between the concepts of customer loyalty, CRM and service quality, the research problem has been framed for this study. To be precise, the research problem to be considered in this study will focus on the impact of customer loyalty and service quality in 5 Star hotels in Thailand with relation to CRM initiatives taken by the hospitality organisations. 2.0. Literature and Secondary Data Many research studies have been conducted emphasising on the concepts of service quality and customer loyalty and their relationship. As stated by Rousan & et. al. (2010), customer loyalty occurs when repeated purchase in performed by the same customers. Furthermore, the willingness for loyal customers to render product/service recommendations irrespective of outright benefits and repeated usages play a vital role in generating positive and quantifiable res ults for the marketers over the long run. The economic benefits of customer loyalty can be identified as improvement in the retention of employees as well as in terms of the increasing market shares of the particular brand. It can be thus stated that customer loyalty is not simply swayed by inducing the prices from competitors but also by offering better quality services to the targeted customers in comparison to the major contemporaries of the business. It is worth mentioning in this context that a positive relationship is apparently witnessed between the two aspects of service quality and service loyalty (Rousan & et. al., 2010). As can be observed from Rousan & et. al. (2010), service quality deliverance capability of an organisation can be effectively identified with due significance to the behavioural results particularly in form of complaints registered by the customers, probability of effective word of mouth promotion spontaneously by the targeted customers, switching costs a nd frequency depicted in customers purchasing behaviour as well as the intention of the customers to recommend further alterations for the enhancement of the services delivered. Contextually, it can also be stated that methods of service quality assists practitioners in managing the delivery of quality services effectively